How GameChanger refined user lifetime value to predict churn

GameChanger, an app by Dick's Sporting Goods, needed a clear lifetime value (LTV) metric at the user level to improve marketing, finance, and product strategies. The data team used Hex notebook for data preparation and exploration, then focused on LTV components: "lifetime" (time-to-churn) and "value" (monthly revenue per user). They modeled LTV for both paid and free users, incorporating advertising potential and likelihood of subscription. The insights were portrayed in their BI tool to answer questions about churn trends and average LTV. The product, marketing, and finance teams used the LTV metric to improve forecasts and strategies.